Blind explains pixel threading and other aspects of the Xbox One X release trailer.
By Meleah Maynard
Santa Monica, California-based Blind has worked with the Ayzenberg Group agency on past Xbox launches and videos. But it was obvious from the start that the job of creating the release trailer for Microsoft's new gaming console, Xbox One X, would be different. After brainstorming meeting with Microsoft's marketing and industrial design teams at the company's headquarters in Redmond, Washington, Blind's Creative Director Matthew Encina recalls heading back to California knowing that he and his team needed to not only convey that the Xbox One X was the most powerful game console out there. They also had to design something that allowed viewers to experience the feel, look and sound of a 4K gaming experience in a way that hadn't been done before.
Using MAXON's Cinema 4D, Maya, Houdini, X-Particles, Cycles 4D, Octane and VRay, as well as an effect they dubbed "pixel threading' - weaving digital pixels together to create high-fidelity 4K imagery - Blind created an artful trailer that captivated viewer when it was released at E3 (Electronic Entertainment Expo) in June. See the trailer here:
Encina and John Robson, who served as associate creative director on the project, talk about Blind's process for conceiving and creating the trailer here.